Storytelling seamlessly blends the realms of art and science, demanding both boundless creativity and a grasp of effective narrative techniques. Its artistry lies in the imaginative craft of crafting tales, while its scientific aspect involves the application of well-established storytelling methods. Professional creative writers are adept at harnessing these techniques, often innovating new approaches. Studios like Pixar exemplify this with their knack for success even before scripts are finalized. Marketers can similarly apply these strategies to their content.
For additional insights, check out our video overview of storytelling fundamentals.
As the market becomes increasingly saturated and competition intensifies, content marketing is more crucial than ever in capturing the attention of potential customers. Outdated, dry writing and overly technical jargon are ineffective in meeting modern consumer expectations for engaging branded content. Stories, on the other hand, are far more effective in grabbing attention. To stay ahead in the next content marketing revolution, employing three key storytelling templates is essential.
The hero’s journey is an ancient narrative structure that predates religious storytelling. It centers on a protagonist’s transformative journey through a series of trials. Hercules and Luke Skywalker are iconic examples. The journey begins with a character established in their routine life, called to an adventure, encountering supernatural aid, and facing a threshold guardian. The protagonist then transforms, gains allies, and overcomes challenges, leading to a revelation and personal growth. Returning to their normal life with newfound knowledge, they emerge as better individuals.
The Star Wars saga exemplifies this journey with each trilogy focusing on a different Skywalker protagonist. The characters start with mundane routines, reluctantly enter conflicts, face critical moments, and emerge as new beings, capable of achieving seemingly impossible goals. While the overarching journey spans trilogies, each film also follows this pattern.
Dan Harmon, creator of “Community,” has developed a modern adaptation of the hero’s journey, the story circle, suitable for television. It follows a character in their comfort zone, driven by ambition to an unfamiliar situation, facing struggles, achieving their goal, and returning to their comfort zone as a changed person. This structure is ideal for episodic storytelling and marketing purposes, as it showcases the ambition and benefits of a business.
Pixar, a master of storytelling, has a straightforward outline for successful narratives: “Once upon a time,” “Every day,” “But one day,” “Because of that,” “Because of that,” and “Until finally.” This structure is adaptable for various content formats, including case studies and comics, and is rooted in the daily challenges and solutions provided by a business.
With Pixar’s additional 22 storytelling tips, marketers can create compelling content that resonates with audiences. By identifying the essence of their story and applying these techniques, businesses can captivate customers and stand out in the competitive landscape.
What story can you tell to attract more customers to your business? Share your experiences in the comments!
